Here’s an excerpt:
The best practices are now clear. It is equally clear from the report card that the current shape of the branding practice does not put the discipline at the top of the class. Brand practitioners, owners and managers have clearly stated that branding can be done better.
The figure below that gives a run-down of the reports top aspects for successful branding.
To re-iterate, the Interbrand survey found that the top five aspects of successful branding are:
- Understanding of customer / target
- Message / communication
- Creative / design / brand ID
- Differentiation / uniqueness
Okay, so I’ve listed six, as ‘differentiation and uniqueness’ is an aspect that should be taken seriously, but I couldn’t decide what to replace.
Here’s the thing, while Interbrand is a leading brand consultancy, and I’m sure they know exactly what they’re doing, I’m all for questionning results and asking ‘why’. So how much would you agree with the results? Does it change your thoughts about branding or back-up what you already knew?